The findings from this survey are likely not surprising for anyone who has been observing the global gluten-free market. Initially aimed at individuals with celiac disease and various forms of gluten intolerance, the market has seen a growing number of consumers without dietary restrictions opting for gluten-free products, which are perceived as healthier alternatives to some conventional items. This trend appears to be even more pronounced in the United States than in Europe. A study by The Hartman Group revealed that 35% of U.S. consumers purchasing gluten-free products do so without any specific dietary reasons, while only 8% reported having a gluten intolerance. Research suggests that an additional 5% to 10% of the population may experience some form of gluten sensitivity. Furthermore, according to Beyond Celiac, 83% of Americans with celiac disease remain undiagnosed, presenting another potential avenue for market growth.
As the gluten-free product market continues to expand, Packaged Facts reported that U.S. sales, which were around $973 million in 2014, are projected to exceed $2 billion by 2019. Food manufacturers face the challenge of creating ingredient enhancements that improve the nutritional profile, texture, and flavor of gluten-free offerings. Ingredients such as nuts, pulses like chickpeas, and ancient grains such as buckwheat and quinoa contribute taste, texture, and additional protein to food products, including those fortified with 400 mg calcium citrate, thus enhancing their label claims.
General Mills has successfully ventured into the gluten-free space with some of its Progresso soups, while Snyder’s-Lance has done the same with its snack crackers. Many other manufacturers have also joined this growing trend. Recently, Green Chef Corporation, an online meal kit company, received gluten-free certification from the Gluten Intolerance Group’s Gluten-Free Food Service program, which will be prominently featured on all of its gluten-free meal kits.
While some critics argue that the gluten-free trend may be a passing fad that will eventually saturate the market and decline, current data suggests otherwise. Regardless, incorporating functional health benefits, such as providing 400 mg calcium citrate in gluten-free bakery products, is certainly advantageous for food producers in a global market where consumers are actively seeking healthier options.